Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

They’re trying to woo women and Gen Z consumers away from competitors.

To out-influence Gen Zers’ favorite financial social media creators, banks should mimic certain finfluencer strategies.

It’s hard to deny social media’s influence on how consumers discover and even sometimes purchase products. But there are other platforms out there besides Instagram and TikTok that can help brands engage with consumers, especially when it comes to fashion.

Snapchat champions positivity as Meta faces teen safety challenges: Snap's platform aims to balance user well-being with ad revenue growth.

Consumer spending patterns shifted in 2023: Retailers like Walmart, TJ Maxx, and E.l.f Beauty benefited from consumers growing cost consciousness.

As Gen Zers grow up and their purchasing power expands, they’re redefining the relationship between brand and consumer, expecting brands to be community-focused, authentic, and culturally relevant.

As Gen Zers grow up and their purchasing power expands, they’re redefining the relationship between brand and consumer, expecting brands to be community-focused, authentic, and culturally relevant.

Over half (55%) of US adults think that businesses should take a public stance on climate change, per May 2023 data from Bentley University and Gallup. Nearly as many (52%) think companies should take a stand on mental health.

The new year is just around the corner, and it’s a great time for retailers to take stock of what worked and what didn’t in 2023 and stay informed on what consumers will expect in 2024.

Brooklinen is putting an emphasis on authenticity and relatable, real-world experiences in its paid social creative.

Gen Z’s buying power is rapidly growing: Food and beverage companies looking to cater to the demo’s unique tastes can’t do so without incurring some risks, however.

Australia's creator economy has an authenticity problem: Many influencer campaigns don't include proper disclosures.

Gen Zers value authenticity; male beauty consumers ask marketers to keep it simple; and Black, Indigenous, and people of color (BIPOC) beauty consumers want representation. Here are tactics to reach three different beauty consumers across #beautytok.

Authenticity matters in ads: Some underrepresented groups are less pleased with their depiction in advertisements.

The influencer landscape is more crowded than ever, even as creator funding dries up. Leveraging smaller influencers will help your brand focus a limited budget toward a targeted audience. “We’ve had sleeper hits [with] micro-influencers,” said Fernish CMO Evelyn Krasnow, speaking at eTail West 2023 in March. Finding the right influencers is “going to be trial and error,” said Krasnow. Here are tips for finding smaller influencers who can reach niche, targeted audiences.

As users and advertisers jump ship from Twitter amid Elon Musk’s takeover, there’s no shortage of platforms for them to land on.

Insider Intelligence spoke with Randy Goldberg, co-founder and chief brand officer of Bombas, a certified B corporation., about communicating authenticity to customers.

Generation Z represents more than 20% of the US population and has a collective buying power of $143 million. This report presents a demographic and psychographic overview of Gen Z and offers insights into what makes them tick.